Agency promotes Janis Middleton to SVP, exec director of multicultural & inclusion strategy, Mindy Adams to SVP, ECD, head of Tampa office
Independent creative and media company 22Squared has hired Zamile Vilakazi as its head of production. She will oversee both the 22Squared Atlanta and Tampa offices' expanding production teams and corresponding production work. She brings expertise producing integrated campaigns for household brands including Adidas, L’Oreal, ESPN and Target. Aside from her most recent tenure at Havas agency Arnold as its head of integrated production, she’s held freelance executive producer roles at ad agencies including TBWAChiatDay, Wieden+Kennedy, 72andSunny, Saatchi & Saatchi, Barton F. Graf, and Mother. She’s created notable work including Walmart’s Cannes Lions winning Oscar campaign and adidas’ “Here to Create Change” campaign featuring Billie Jean King for the 2018 US Open.
“Zamile is one of the most prolific, creative, driven producers I have ever met. Her body of work clearly speaks for itself. But what ultimately drew us to her was her deep understanding that the things she makes can have a profound effect on people’s lives” said 22Squared chief creative officer Matt O’Rourke.
Additionally 22Squared has promoted Janis Middleton to SVP, executive director of multicultural and inclusion strategy, and Tampa-based Mindy Adams to SVP, executive creator director and head of the agency’s Florida office.
Further, 22Squared has promoted six other women to officership, three being women of color. In 2020, excluding the expansion of its new parent company Guided by Good and portfolio companies, the agency has grown by 60 new employees, including 18.52% Black employees. As part of its August 2020 diversity report, women made up 71% of the employee roster, and 62% of senior leadership.
Middleton, Adams
Prior to her promotion, Middleton served as head of the agency’s diversity and inclusion program and strategy lead. She has pioneered both internal and client-side DEI initiatives and campaigns. Further, Janis will sit at the executive level across 22Squared parent company Guided by Good and its portfolio of companies, Trade School and Dendro.
Fifteen-year agency creative director Adams has been upped to SVP, executive creative director, and also head of 22Squared’s Tampa, FL office where 120 staff work. Adams joined the agency in 2005 as a copywriter, honing her craft in everything from broadcast to social activations. She has a love for emerging media and purpose-driven communication, and an expertise in building engaging, award-winning stories. Adams is a natural leader and mentor of her teams, the work and client partnerships.
22Squared clients include Baskin-Robbins, the NAACP Atlanta Chapter, the Ad Council, Advent Health and Publix Super Markets, The agency will continue to expand its employee roster and promote from within as it announces new client wins and practice areas in early 2021.
Eleanor Adds Director Candice Vernon To Its Roster For Spots and Branded Content
Director Candice Vernon has joined production house Eleanor for U.S. representation spanning commercials and branded content. She has already wrapped several jobs at Eleanor, which waited to announce her until they had a body of work together.
Via Eleanor, Vernon made history as the first Black director on a Febreze commercial. The “Small Spaces” campaign marks a major departure from Febreze’s typical blue-and-white world. The home of the “Revolving Door” commercial is a beautiful array of bold sunset hues, African prints, and African art.
Vernon said, “I asked myself, what feels right to me? What feels new? I wanted to bring an essence of not just Black Americans but the full diaspora. I wanted to make a statement that we’re not a monolith.”
Following the success of the “Small Spaces” campaign, Febreze brought Vernon back for a comedy-infused trifecta exploring the hilarious situations that call for an air freshening hero.
Febreze Brand VP Angelica Matthews said, “About two years ago, we realized the consumers that were the most loyal to Febreze were the African American consumers. And the more we learned, the more we realized the richness that we were really missing. So we said we have to go beyond just Black casting, we need to get Black directors that truly understand the culture that truly understand how to bring authentic performances out on screen. We really looked around the industry and noticed there’s actually a shortage of African American directors who have experience doing commercials. When we all saw Candice’s reel, we could all tell the passion for the craft, passion for really trying to help us from where we are to where we’re trying to go.”
Vernon brings a unique lens to... Read More